By Gillian West

‘Life is better with cake’ according to Mr Kipling in its new advertising campaign crafted by JWT London.

With ambitious aims to transform the cake category, as well as the Mr Kipling brand, the creative serves to remind Britons that cake brings delight to every occasion.

Matthew Critchley, category marketing director cake, Premier Foods, explained: “This campaign will really put Mr Kipling back in the hearts and minds of consumers. Life truly is better with cake – and we want the world to experience that delight more often.”

Running from tonight (Monday 25 August), the campaign’s TV advertisement centres on the story of Read full story ›

Source: The Drum